Jack in the box

The Quest

Taking an old icon on a new adventure.

Jack in the box was on a quest for better quality food and more relevance to Millennials. That meant that the famously satirical, quintessentially Gen X spokesman for the brand had to go on a quest of his own. He ditched his suit, got on a motorcycle and unleashed his inner foodie. Like a true legend, everything he did was legendary. Big burgers. Bigger news. Biggest coupon in history.